A tax on fizzy drinks seems more likely to provoke a public backlash than many other taxes on unhealthy products. Smokers and drinkers have been become inured to high levies on their lifestyle choices. By contrast, a large bottle of pop is a standard part of an average family’s shopping and, if consumed sensibly, has no measurable health impacts. Allowing your kids a glass of cola with their lunch hardly strikes most of us as an affront to human safety. Parents may start to question why they are being penalised by the government for their entirely normal consumption habits.